No-calorie sweetener Nevella scolded over ad claims after Splenda complains

The maker of a no-calorie sweetener which claims it boosts the immune system and is 10 times more effective than a cup of yogurt, has been told by the National Advertising Division that its marketing is misleading and to please stop making such claims.

Nevella with Probiotics, a novel product launched last year by Heartland Sweeteners, makes numerous claims in print advertising, direct marketing and product packaging that the agency says are not backed by testing and solid science. The NAD, an arm of the Council of Better Business Bureaus, is the advertising industry's self-regulatory body.